as nbc bay area's brian mooar reports from washington, even the president crossed a few things off his shopping list. >> reporter: at a little bookstore just outside the nation's capital, president obama and his daughters were thinking small. >> we can do a little shopping. happy thanksgiving, everybody. >> on this small business saturday, the president chose to lead by example, giving a boost to the small businesses that often get lost in the holiday sales shuffle. >> small businesses are the job creters. two out of every three new net sector jobs are created by a small business. >> reporter: and there are small business owners are counting on their neighbors for survival. >> just don't have that kind of budget to start advertising with the mega marketing. so it's nice to still be remembered. and small business saturday is the best time to let people notice us. ♪ >> reporter: christmas traditions like this seem almost quaint when compared to the new face of the holidays. big chain stores got their holiday season off and running even before the traditional black friday feeding frenzy